Public interest is the abbreviation of the public interest.China's Confucian culture advocates 'world for the public', public word can be described as enjoys popular support in the early 20th century prior to the May Fourth Movement already has a lot of 'public welfare' in the name of the community.With the modern enterprise Management, public service marketing has been favored, however, really do a good job in matching the case is rare.
The reason is that public welfare marketing combines the business purpose of a business or a product with the philanthropic goal and touches upon many people who have benefited from it. It is possible to become a famous martyr, make more sales, and possibly become an unknown heroes. To control the good public welfare marketing this 'double-edged sword', to achieve 'public welfare' and 'marketing' both have the situation seems to be very meaningful.
The success of the public service marketing case was born in just past 2017. Fang Tai won the two major public service marketing events, 'Mom's Time Machine' and 'Give Me My Water', which were carefully built around Fangda Sink Dishwasher 2017 Golden Award for Business Innovation Award and 2017 Golden Seal Interactive Gold Award for Interactive Marketing, which links the public welfare with the marketing chain. From the perspective of saving time and saving water in marketing products, To examine and care for mothers, pay attention to public welfare issues such as water conservation, not only for the public interest topic enjoys popular support, but also the 'love for the great' concept of the brand from its sublimation of its 'public welfare in marketing, marketing, there are public' approach, praised by the industry Its public service and marketing perfect match.
How to do side too?
Good product comes with public welfare, is pearl
The essence of public welfare marketing is to publicize the shortcomings of survival and development and social progress through public welfare activities and then to expose the products and promote the products to users.The products play a role as a bridge in which the quality of the bridge can determine No connection to the public welfare and users at both ends. What is a good product? In the party too, the good product is the good product. The product is not good, public service marketing meaningless, will only lead to the evaluation of Germany is not coordination.
Fang too is a product company, marketing is the second place. Uphold 'every out of a boutique, the excuse is the ultimate' belief, side too sink sink set 'sink, dishwasher, to fruits and vegetables pesticide residues 'In one, but also led to the intensive layout of the kitchen space, so that the installation of the dishwasher without changing the water to change the number of innovations in the field of the dishwasher out of the question. More importantly, the side too sink dishwasher Save time, water, the general mode of cleaning only about 26 minutes, is about one-third of European-style dishwasher, at the same time, the number of its use for a cleaning of only 5.7 liters, well below the traditional dishwasher 10 Liters of water. By these two points alone, the industry praised the industry as a 'model for carrying public goods'.
In the case of Fang too, good products have three levels, the first floor to bring good quality experience to meet the needs of self; second floor to guide the good values, care for the family around; the highest level To export a good culture and help the community.How to turn the product's "little goodness" into a "good thing" for public welfare? The parties are too expecting to use dishwashers to remind people of the inconvenience of their mother's housework and the waste of water throughout the society .
In all fairness, in the eyes of many children, my mother to help his family to wash the dishes, washing fruits is something that should be; in a city rich in water resources, drip waste is not enough .However, for the mother, the dishwashing, washing Fruits and vegetables are their own time in exchange for our happiness; for people living in water-scarce areas, we waste water is their unparalleled resources.
In fact, it is not difficult to solve these problems, and it often depends on whether we have the feeling of compassion and whether we are willing to set ourselves free ourselves Make a difference for the lives of these people.
Whenever charity, all because of the people who have a empathy, and businesses to conduct 'charity marketing' charity, but also to the public welfare first, to awaken more people's empathy. Find the value of social impact.
Mrs. Fang too uses "Mom's Time Machine" commercials to make Mommy's Dishwashing distressing with the 'God's Turn' approach. By giving you my water # and removing '氵' and '冫' from her name The sense of incommensurability has given people a feeling of lack of water.
As a result of these two events, countless mothers freed themselves from cumbersome kitchens, had time to pursue their dreams, and more than 100 brands and more than 50 media organizations continued to focus on water wastage. Of the crowd, but ignited the charity's 'spark of fire'.
Good marketing core in culture, is Bi Bi
Although the main thrust of marketing is to markete, the scale is the most difficult to control.With the intervention of the Internet, corporate brands have opened up new modes of communication such as social communication, mobile donation and live broadcasting. However, they also make public welfare marketing more It is public scrutiny that if the brand's values are utilitarian in nature, it is easy to expose the essence of marketing to the public interest marketing process, making the effect counterproductive.
Therefore, the pursuit of public welfare marketing, marketing is the brand culture is the brand advocate.Fang too brand advocacy is 'love because of love' in the eyes of the square, the great not only has the world-renowned achievements in the selfless trivial pay , Meticulous care, considerate, take care of the family, let the family feel happy, satisfied, but also great.
Mao Zhongqun, chairman and president of Fangtai Group, once said that Fang Tai people put forward 'great love because of love', that is, they should make beautiful products with a heart of love and be committed to becoming a great enterprise so that customers will feel at ease and employees will be happy. To be righteous and to operate sustainably, each of us, as long as we want to be kind, we can have love, and we can become great because of love.
If we can make the world a more goodwill and a better place because of the appearance of a certain product, it is really a great cause for love.
Closely linked to this idea, whether it is "the mother's time machine" or # I give you my water #, square too sink dishwasher every public service marketing, and Fang too brand 'love for the great' the same strain. A number of thoughtful design, not only convey the product 'goodness', but also embodies the too too 'benevolence' and 'blunt' product marketing, into the 'soft' public welfare wing, so that the viewer is not because of this A brand of public welfare activities and resentment, but also get the effect of enlightening hair.
In fact, for the public welfare marketing, no matter what kind of new ecological environment into which, its essence is not changed - public service marketing or activity-based, shoulder the responsibility of changing brand awareness, enhance brand reputation, homeopathic driving marketing Mission, activities and dissemination around the 'people' start .Fang Tai's clever lies in that it truly is the public welfare and marketing each other to promote each other perfectly. The success of the two public service marketing events, for many expectations through public service marketing, to promote Sales volume and brand structure of the dual promotion of enterprises on a vivid marketing course, that empathy with positive energy brand proposition, will be able to get a multiplier effect.